The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures
Thesis title: | The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures |
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Author: | Dekker, Robin |
Thesis type: | Diploma thesis |
Supervisor: | Machek, Martin |
Opponents: | Tahal, Radek |
Thesis language: | English |
Abstract: | This thesis aimed to investigate the impact of crises such as pandemics on the importance of brands when consumers purchase essential products. In light of the COVID-19 pandemic, we conducted a retrospective study to determine whether the brand was an important factor that influenced buying behaviour and to what extent a consumer’s personality traits moderated this relationship. To test our hypotheses, we conducted a quantitative study to test our hypotheses and administered a questionnaire to 228 respondents. Based on the results, our main findings suggest that consumers with higher levels of coronavirus fear placed more importance on brands when buying health and safety items. Simultaneously, the analysis of demographic factors suggested that brand importance for health and safety items differed among age groups. Where Gen-Z did not place importance on brands, we did find that for older generations; brands played a role in purchasing products related to health and safety. These findings could aid marketers, and brand managers of essential goods, in considering the appeal of their branding and communication strategies and better tailor them to different generation segments in times of crisis. |
Keywords: | Personality Traits; COVID-19 Pandemic; Brand Importance; Essential Products; Consumer Behaviour |
Thesis title: | The effect of the COVID-19 Pandemic on Brand Importance attributed to Essential Products, and the implications of Consumer Personality |
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Author: | Dekker, Robin |
Thesis type: | Diplomová práce |
Supervisor: | Machek, Martin |
Opponents: | Tahal, Radek |
Thesis language: | English |
Abstract: | This thesis aimed to investigate the impact of crises such as pandemics on the importance of brands when consumers purchase essential products. In light of the COVID-19 pandemic, we conducted a retrospective study to determine whether the brand was an important factor that influenced buying behaviour and to what extent a consumer’s personality traits moderated this relationship. To test our hypotheses, we conducted a quantitative study to test our hypotheses and administered a questionnaire to 228 respondents. Based on the results, our main findings suggest that consumers with higher levels of coronavirus fear placed more importance on brands when buying health and safety items. Simultaneously, the analysis of demographic factors suggested that brand importance for health and safety items differed among age groups. Where Gen-Z did not place importance on brands, we did find that for older generations; brands played a role in purchasing products related to health and safety. These findings could aid marketers, and brand managers of essential goods, in considering the appeal of their branding and communication strategies and better tailor them to different generation segments in times of crisis. |
Keywords: | Consumer Behaviour; Brand Importance; COVID-19 Pandemic; Personality Traits; Essential Products |
Information about study
Study programme: | International Management |
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Type of study programme: | Magisterský studijní program |
Assigned degree: | Ing. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of Marketing |
Information on submission and defense
Date of assignment: | 14. 12. 2021 |
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Date of submission: | 18. 8. 2022 |
Date of defense: | 27. 9. 2022 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/79091/podrobnosti |